Beauty & Fragrance

Includes cosmetics, fragrances, hair products, nail products, subscription boxes, jewelry, accessories, etc.

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2019 BRONZE

Don't let summer pass you by

Zolla inspires people to take pleasure in the summer inspite of the weather in order to avoide falls in summer sales when bad weather holds people back from buying the spring-summer collection. With varying weather conditions from Moscow to Vladivostok. The campaign reached 18 million unique users vs the planned 10 000 000, 1 million transitions to the brand site vs planned 500 000. Compared to 2017 the falls in sales because of the weather were insignificant.

Brand: Zolla
Client: Faktor LLC
Agency: SLAVA
Language: English, Russian

2019 BRONZE

First in Russia reality-show about makeup - "Makeupers" with L'Oreal Paris

L’Oreal Paris had two key challenges: change perception with youth and create buzz around brand. Makeup is one of the main component in beauty routine. They like experiments, look for inspiration from everywhere, but needed information was available in internet only. We partnered with Pyatnitsa and created 1st reality show on TV – “Makeupers”. Integration was seamless and natural, brand shone through in all aspects of the show: Only L’Oreal Paris products >100 unique make-up looks Brand ambassadors took leading roles in the program “Makeupers” exceeded dabble-digit growth of: Proximity Intention to buy Recommendations References and brand discussions on the Internet

Brand: L'Oreal Paris
Client: L'Oreal CJSC
Agency: Zenith Russia
Language: English, Russian

2019 BRONZE

I Am What I Make Up

In 2017, COVERGIRL had to modernize itself in the face of constant new news from niche and prestige brands. So we did something unprecedented: we changed beauty's most memorable tagline. COVERGIRL's new line, I Am What I Make Up, was an important update to "Easy, Breezy, Beautiful." It reframed prescriptive understandings of makeup and celebrated it as an act of self-expression. This brought about a cultural reappraisal, with COVERGIRL at the helm, and resulted in double-digit sales growth and increased market share for the brand.

Brand: COVERGIRL
Client: Coty
Agency: Droga5
Language: English